Australian Tourism Data Warehouse Partners with SDL to Increase Chinese Visitors

Chinese tourists to receive contextual information in local languages to raise awareness of Australia as a holiday destination

Sydney, Australia


SDL (LSE: SDL), who were appointed by the Australian Tourism Data Warehouse (ATDW) in July last year, has recently completed a project to translate content for the lucrative Chinese tourism market. ATDW is the national platform for digital tourism information on Australia, providing over 35,000 tourism listings in 10 product categories to global tour operators, tourism retailers, wholesalers and distributors.

To improve the customer experience for Chinese visitors and increase tourism revenue from China, the Australian Government announced a plan to translate the national tourism database managed by ATDW into two Chinese languages (Simplified Chinese and Traditional Chinese). This involved the translation of over 5 million words to the highest quality standards in a very short timescale. Additionally, ATDW required its translation partner to integrate with its technology platform to automate the entire translation workflow and accelerate time-to-market. Following a global tender process and a stringent assessment of translation quality, process and technology, SDL was chosen for its proven track record of delivering superior quality multilingual content.

The integrated SDL language services and technology solution for ATDW includes content translation in up to 10 languages, the implementation of proven quality assurance processes and the use of translation management software SDL Translation Management System®  to automate the translation workflow. Since the start of the project, SDL has translated 4.2 million words from English to Chinese (both Simplified and Traditional). This translated content has been distributed to ATDW’s partner network for immediate use.

“We are delighted to partner with SDL to deliver rich, relevant information for our Chinese customers” said Jason Ward, Operations Manager at ATDW. “As well as providing high quality translations, SDL helps us to shorten time-to-market by automating and integrating the translation workflow with our bespoke systems. By doing this we can manage the entire translation process and distribute content with much shorter turnaround times than previously achieved”.

“We are thrilled to be working with ATDW. As can be seen by our partnerships with both ATDW and Tourism Australia, we are committed to empowering the Australian tourism industry to engage with its key international markets in local languages” said Richard Delanty, VP Global Solutions, SDL Asia.

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About RWS

RWS Holdings plc is the world’s leading provider of technology-enabled language, content management and intellectual property services. We help our customers to connect with and bring new ideas to people globally by communicating business critical content at scale and enabling the protection and realization of their innovations. 

Our vision is to help organizations interact effectively with people anywhere in the world by solving their language, content and market access challenges through our collective global intelligence, deep expertise and smart technology. 

Customers include 90 of the globe’s top 100 brands, the top 10 pharmaceutical companies and 18 of the top 20 patent filers worldwide. Our client base spans Europe, Asia Pacific, and North and South America across the technology, pharmaceutical, medical, legal, chemical, automotive, government and telecommunications sectors, which we serve from offices across five continents. 

Founded in 1958, RWS is headquartered in the UK and publicly listed on AIM, the London Stock Exchange regulated market (RWS.L). 

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